A case study of Royal Mail Tmall Global store, before and after Singles Day promotion.

1. Date: 20/11/2015
Case Study: Royal Mail Tmall Global Store

2. Market Analysis
Royal Mail Tmall Store – Homepage
Simple message:
Direct shipping for
the UK, 100%
authentic products
guaranteed

3. Market Analysis
Royal Mail Tmall Store – Product Drop Down Menu
Product category and
brands are listed in
the same drop-down
menu

4. Market Analysis
Royal Mail Tmall Store – Milk
As the best-selling
product category,
milk powder has a
special page

5. Market Analysis
Royal Mail Tmall Store – About Royal Mail

6. Market Analysis
Royal Mail Tmall Store – Product Category/Brand/Sales
CATEGORY SUB-CATEGORY BRAND
SALES
Before Singles Day
SALES
1 Day After Singles Day
Milk Powder Baby Milk Powder
Aptimal
329,060€ 692,142€
Cow & Gate
Cosmetics
Personal Care/Hair Care Grow Gorgeous
91,055€ 112,274€Skincare
Workwithwater
Hand Chemistry
Jivesse
Slim Metaburn
Organic Food Food Suppliment Linwoods 2,254€ 2,372€
Jewlery Bracelet Halcyon 157€ 157€
Fashion/Shoes/Accessories
Men's Shoes Clarks 5,183€ 5,558€
Women's Shoes Clarks 5,863€ 6,028€
Child Clothes
Early Days
1,375€ 1,375€
Pixie Dixie
Brinley Lad Fst
Long Wave Apparel
Little Lord & Lady
Accessories Cavenagh London 0€ 58€
Electronics
Mobile Phone Casa Snugg
309€ 367€
iPad Case/Laptop Bag Snugg
Bycicles Foldable Bycicle Brompton 4,260€ 4,334€
Collectables
Stamps Royal Mail
783€ 4,942€
Collectables Royal Mail
TOTAL 440,299€ 829,618€

7. Market Analysis
Royal Mail Tmall Store - % of Sales Per Category (Pre - Singles Day)
Before Singles Day 1 Day After Singles Day

8. Market Analysis
Royal Mail Tmall Store - Summary
• Launched in May 2015
• 8 Product Categories; 15 Product Sub-Categories; 21 Brands; 129 Products
• Low value – High volume strategy: The majority of sales come from milk powder and cosmetics
• Total sales was about €440,000 before Singles Day and €830,000 after Singles Day, achieving growth
of 88%
Important Lessons:
• Food and cosmetics sell better – they generate repeat purchase
• Famous brands sell better
• Joining the Singles Day campaign is very important, particularly for FMCG
• Choose the right product categories mix is crucial
• Some products can be better represented with their own brand store

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